This master’s thesis explores the strategic and operational dynamics of product launches in rapidly evolving markets, with a particular focus on the automotive industry. Grounded in a comprehensive theoretical framework, it addresses how product characteristics, market orientation, communication strategies, pricing, timing, and resource integration affect launch outcomes. In particular, the research emphasizes the interplay between innovation’s characteristics—such as relative advantage and compatibility with major trends in the market—and the communication and branding tactics necessary to enable adoption, especially in product categories characterized by high involvement. Through an in-depth case study of the New Jeep Compass (2025), the work examines how Jeep has redefined its launch strategy to address current challenges in the automotive sector, including electrification trends, market fragmentation, and evolving consumer behavior.